Latest / Success Story with Scott Clary / Lessons - Marketing That Broke All the Rules | Mike Mandell - Principal Attorney at Mandell Law

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Lessons - Marketing That Broke All the Rules | Mike Mandell - Principal Attorney at Mandell Law · Success Story with Scott Clary

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  In this lessons episode, learn how small businesses can leverage social media to drive
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  engagement and leads without a huge marketing budget. Discover the key strategies to create
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  valuable viral content and the importance of building a personal brand online.
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  This is something that I think a lot of small business owners, midsize business owners can
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  learn from you. Even large organizations where I really believe a CEO or an executive should
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  put themselves out there. You look at you look at some companies like Duelingo like Duelingo
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  absolutely killed it right with their marketing but a lot of companies don't. So I think that if you
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  are doing it in the legal profession, which is obviously like a stuffy old school, you know quote
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  unquote boring category industry, then most other businesses could probably do this if they put
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  themselves out there. What were the first things that you had to think of when you created your first
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  like what was that first piece of content you created? Did it suck? I'm sure it wasn't great.
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  Like what was that thought process? Yeah, it sucked.
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  It definitely sucked. But it was, if I can remember correctly, gosh, it was, it just was not
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  filmed exciting. It was just spouting out the information. It was before I really, you know,
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  the last three years I've, I've essentially focused in on learning the algorithms, learning
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  all these tricks, you know, through trial and error of social media. And there's really a formula
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  to it when you, when you analyze enough people and enough things, you start to understand especially
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  with the short form content, which is what we, we use the most and what has been the greatest
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  thing for getting leads in business is, is you start to notice the things that work and the things
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  that don't. And in the beginning, there's a lot of things that don't. And, and now, you know,
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  I feel like I know how to pump these things out. And, you know, we, we even have a course where we
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  are teaching people from all different backgrounds, all different industries, this type of stuff,
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  because it is a formulaic in some sense. There's a formula to follow, and there's the,
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  the part of having to be yourself and, and create something different so that you stand out,
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  and, and you're not just a copycat. But within that is, is kind of the formula that you can see
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  on all shorts. That's so interesting, because you, you do blend both, right? You blend your
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  personality plus you blend industry specific knowledge. And in your opinion, you think it's like a
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  50, 50 split, or is one more important than the other? Like, could you, could you take somebody that
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  has no personality, put them in front of a camera, and if they edit it the right way, can you make
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  that person go viral? Yeah, I mean, we, we have students that we, you know, it's all about playing
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  into your characteristics. I have students that, you know, said, I want to be like this person,
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  and that's just not who their personality is. And they said, I can act like them. No, we don't
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  want you doing that, you know, play, if you're soft spoken, then be soft spoken, you know, talk,
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  you talk lighter, you, you give your, your value differently. The key is to give value, right?
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  And we talk about value as being to educate, inspire, entertain. And if you can do one of those,
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  then you're probably going to have some successful content. If you can do a combination of those
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  are all three of them, you're increasing your chances of that content being viral. And so with, with
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  my content, you'll see a lot like it's obviously educational, but we tried it and put in that entertainment
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  value as well. And that's why they, they tend to do better than, you know, everyone else out. And,
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  and you know, when you first started going viral, because even the way you grew is like phenomenal,
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  right? Many people don't grow to the size that you're at in, in 10 plus years of creating content.
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  So what, what do you think the, because obviously you have a little bit of a formula, but
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  now you, now you know what works and what doesn't. So, you know, hindsight's 2020, when you're
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  looking back outside of the editing, because I, you know, you look at your clips. And if anybody has
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  not looked into your content or doesn't follow you on TikTok, please go obviously, you know,
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  check out like a lot by Mike, Mike Mendel, but you have to see the way you edit. Very quick,
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  very, you, you jump from scene to scene like it's, it's, it's, it's, it's really, it's really
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  captivating. It keeps you, it keeps you, you know, it keeps you paying attention. But outside of that,
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  it's obviously educational. Is there, is there certain topics that are like more emotional,
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  that drive more engagement or what's the outside of the, the quick edits and the, and the, and the,
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  and the helpful topics, like what else is it that makes it truly viral?
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  Yeah, I mean, look, we have our style, which from the beginning has been, you know, edited a
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  certain way. I can tell you who looking back on it, you know, it's created more work for, for me,
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  because there's a standard that we have to always put out. But there's other creators out there,
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  other lawyers, other people in different industries that simply put up a green screen and, you know,
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  talk to themselves. There's, and they get views. There's ways of doing it without having to do
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  this crazy editing. That's just our style, which is, you know, why I say you want to create your
• 6:37
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  But I believe you said the question was, well it was like, so you ask me again, so you have
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  the great editing, but you also have the helpful content. Is there anything else like the certain
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  type of topics that are more emotionally charging than others, you guys? Yeah, the topics. Yeah, the
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  topics you want to think about things no matter what your industry is from a standpoint of what would
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  be useful for someone that they can act on right now. The concept that we use that helps drive
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  business and get leads and clients is that we're not directly selling to people. We're not saying
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  go call me, do this and buy this. No, we're just giving value and then people come, right? It's
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  kind of like the velvet hammer where we like to call it. You just kind of lightly tapping people
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  on the head and then when something bigger comes up, that person gave me all these good tips.
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  They gave me all these good tips that I could use and I was able to use them right away,
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  but now I got this big issue. I need the real estate agent for that or I need the tax guy,
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  CPA for that. Whatever it is, that's what you want and the alternate to the velvet hammer is
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  a real hammer. If you hit someone over the head with a real hammer, it hurts. It's not a good
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  outcome. That's the kind of concept there. I give examples like if you're a bankruptcy lawyer,
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  you could be boring and talk about new bankruptcy laws. No one cares about that. No one can act
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  on that, right? But if you say, hey, this is how you can increase your credit score or these are
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  some tips to help pay off your debt, you know, still related to bankruptcies, but at the same time,
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  real value that people can use right then and there. And then if they do go bankrupt,
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  guess who they're going to call, right? But hopefully your tips help them. Why is it there?
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  No, that was going to just ask like just on that point. Like lawyers? Okay, so I always hear
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  personal injury lawyers. I always hear personal injury lawyers on like radios and whatnot. And it
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  seems like these are like the most archaic marketing strategies in the world. And they always have
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  a jingle and it's always like, and I don't know why lawyers do that. And it's not a solid. I mean,
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  like if you go to a big law firm, you'll probably if you if you go to their website, it'll probably
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  be retargeted with paid ads and a much more complex strategy. But some lawyers, they just use the
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  most old school marketing tactics. Well, the thing is is that those marketing tactics do work,
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  right? They they still work the radio ads, the billboards. I mean, I can I'm here in LA and I can
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  drive down the street. And it's almost like the lawyers put the billboards on the same side of the
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  street or facing each other like you have a billboard there. I'm going to have one here against you.
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  Like it's just crazy. But the thing that the old school way of advertising is old school for
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  reason. And that's because, you know, you can put out television advertisements, radio advertisements,
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  billboards. It's a one way street. It says, Hey, call me. Hey, do this, right? But with social media,
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  you're creating a two way street. You're you're putting out content of value, but also opening up
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  dialogue. You have the opportunity to talk with someone who goes, I don't understand this or I want
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  to learn more information. You don't get that, you know, the same way with with a billboard. You're
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  you're literally just shouting at the person, right? So that's the thing that, you know,
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  when it comes to small businesses, midsize businesses, if you don't have a huge marketing budget,
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  the key is to be using social media. You know, I the all social media costs is your time, right?
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  You just need an iPhone. You know, we teach this in our course as well. Like all you need is an
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  iPhone and some time. That's what I started out on. You know, verse, you want to do radio ads,
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  you want to do paid advertising online, you want to do any of that stuff that's not organic,
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  you got to have a big bankroll for that, you know? So this is the easiest way to get, you know,
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  the outcome you want without having to spend the money. Thanks for tuning in. If you found this
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  valuable, don't forget to hit that subscribe button so you never miss an episode. And if you want to
• 12:16
  dive deeper into this conversation, check out the links in the description to watch the full
• 12:21
  episode. See you in the next one.